Building a Visual Design System for the Family Heritage Experience

A Design System to Connect Past & Present

American Ancestors’ new visitor experience, the Family Heritage Experience called for a fully unified design system, created from the ground up, that could extend seamlessly across print, digital communications (email and social media), and the physical environment within the centre itself.

Taking inspiration from a mid-century aesthetic, the concept nods to the past while remaining distinctly modern. It evokes the tactile and emotional quality of family history — reminiscent of framed archival photographs — while functioning fluidly across contemporary platforms.

At the core of the system is a flexible visual language built on modular geometric forms. A series of shapes combine in infinite configurations, representing individuals piecing together their own unique stories.

This approach draws directly from the rounded forms present in existing Family Heritage Experience materials and architecture, helping unify the physical and digital expressions of the brand via:

• Symbolic geometry — shapes act as visual building blocks, echoing the process of genealogical discovery

• Photographic references — forms suggest vintage frames and archival materials

• Timeless palette and typography — bridging historical resonance with modern clarity

The Concept — Piece Together Your Past.

At the heart of The Family Heritage Experience is a unifying concept: Piece Together Your Past.

This idea informed every aspect of the work:

• A mid-century visual influence connects the experience to a familiar era of family storytelling

• Modular geometric forms represent fragments of history coming together into a larger whole

• Architectural alignment ensures consistency between the physical centre and digital expression

• A clear metaphor for genealogy — assembling pieces to uncover a complete story

Each visual element acts as part of a broader system, reflecting how individual lives intersect to form shared histories.

A Website Built for Exploration and Meaning

The website for the Family Heritage Experience extends this design system into a rich, responsive digital platform designed for discovery, storytelling, and engagement.

Built to fit seamlessly with the American Ancestors’ multisite, the site provides a welcoming entry point for a broad audience — from first-time visitors to experienced researchers. The design emphasizes clarity, accessibility, and narrative flow.

Key elements include:

• Modular layouts derived from the visual system, ensuring both consistency and flexibility

• Intuitive navigation that guides users through content and research pathways

• Story-driven components that highlight personal histories, timelines, and connections

• Geometric motifs are used throughout to create rhythm and hierarchy, while subtle motion adds depth and continuity across the experience.

Underpinned by a powerful Drupal-driven content management system, the website enables the American Ancestors team to easily evolve content over time — ensuring The Family Heritage Experience remains dynamic and relevant.

View the website

A Full Suite of Design Tools

A suite of tools were developed to bring the design system to life across both digital and print. Every piece balances consistency with adaptability—using the core typography, color, and geometric forms to create cohesive, on-brand communications that are easy to produce and scale across every touchpoint.

Design Toolkit

A flexible system of typography, color, and components that ensures consistency across every application — from print to digital to environmental graphics.

Communication Templates

A suite of adaptable templates for posters, flyers, advertising, email, and social content. Each designed to scale easily while maintaining a cohesive and recognisable brand presence.

Motion Graphics

A series of motion graphics that bring the idea of “Pieces of the Past” to life through animation were also produced, extending the visual language into a dynamic digital experience. Animated elements were also developed for in-centre screens, reinforcing the identity in physical space.

Website Platform

A fully reimagined website built to support exploration, storytelling, and discovery. Designed for clarity and flexibility, it provides a seamless entry point into the Family Heritage Experience.

Bringing It All Together

With the launch of The Family Heritage Experience, American Ancestors introduced a fully integrated ecosystem — spanning space, system, and screen.

• A new centre, a new design system, and a new website, all working in harmony

• A cohesive visual language that connects print, digital, and environmental design

• A digital platform designed for curiosity and connection

The result is more than a brand or website — it’s an immersive experience that invites every visitor to explore, discover, and assemble the story of their past.

Seeking a Smarter System for Your Brand?

If you’re exploring something similar for your brand, get in touch to learn more about Hookson’s design systems and digital products.